Wayfair launches one-day Way Day retail shopping experience
Photo courtesy of Wayfair.
Wayfair is launching its own retail holiday experience to provide customers the same access to bargain prices typically found on Black Friday and Cyber Monday, as well as free shipping across its home furnishing and décor site.
The Way Day event, taking place April 25, was created for North American customers as a Spring sales event on par with traditional holiday sales days of Black Friday and Cyber Monday.
Wayfair.com will offer the lowest prices of the year since its last Black Friday event, and free shipping on all orders on more than 70,000 products, including home improvement, which is a consumer focus point once Spring arrives. The 24-hour holiday shopping experience will also feature 'door-buster deals' every six hours.
The Way Day idea was developed for several consumer-centric reasons, according to Liza Lefkowski, Wayfair's global head of brand, creative and curation.
"Our number one focus is to give our customers an exceptional shopping experience for home," Lefkowski told Retail Customer Experience in an email interview. "Way Day is an opportunity to celebrate the home by offering great deals and a fun shopping experience at a time when we know it is most meaningful to our customer."
And obviously Wayfair is hoping to reap the rewards of the traditional big holiday sales days during the 24-hour event. Last Cyber Monday delivered the retailer's strongest sales day ever — Wayfair customers bought a sofa every 13 seconds, a mattress every eight seconds and a rug every two seconds. So, it's not surprising that Way Day lowest prices will include Wayfair's mattress collections, including the company's exclusive, compact bed-in-a-box mattress, Nora.
The Boston-based retailer generated $4.7 billion in net revenue during the 2017 year and employs more than 7,700 at its operations throughout North America and Europe.
In launching its own retail holiday during the Spring season Wayfair hopes to capture consumers busy fixing up yards and homes for warm weather activity and summer entertaining, and those buying and selling homes. Wayfair credit card users shopping on Way Day will earn triple rewards on all purchase made with the card.
Wayfair.com offers more than 10 million items across home furnishings, décor, home improvement, housewares and its sites include Wayfair, Joss Main, AllModern, Birch Lane and Perigold.
The decision to offer free shipping is part of the retailer's quest to create the best possible experience for its customers, said Lefkowski.
"At Wayfair, we're committed to bringing more fun and less stress to the process of creating your home. Fast, free shipping is just one way we hope to make the shopping experience a little bit easier and a lot more fun," she said.
Teams across the retail organization, which boasts more than 1,300 engineers and data scientists, have been working to ensure back-end operations are ready for the expected consumer surge and working with supplier partners to source the best deals on the most popular products.
"We're always focused on creating the best possible shopping experience for our customers throughout the entire year — from offering exceptional customer service from a 100-percent in-house team to fast and seamless delivery for even the heaviest and bulkiest items. Way Day is no exception," said Lefkowski.
Her advice to other retailers interested in taking a similar strategy is to make sure the internal organization is passionate when it comes to solving hard problems.
"No matter how big the challenge, our whole team is eager to tackle it and do what's best for our customer. The key for us is that we're always laser-focused on our customers' needs and preferences, so it was an easy decision to create Way Day during a time of year when our customers would value it most," she said.
Judy Mottl is an experienced editor, reporter and blogger who has worked for top media including AOL, InformationWeek and InternetNews. She’s written everything from breaking news to in-depth trends. She loves a great pitch so email here, follow on Twitter and connect on LinkedIn.www